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Creating Value and Confidence Leads to Customer Amazement
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How do you stand behind the products you sell, and how far are you willing to go to make a customer happy? What’s your guarantee? What’s your refund policy?
Nordstrom’s is known for their legendary customer service, both on the front end of the sale as a customer shops the store, as well as the back end, after the sale. They stand behind the merchandise they sell and have an excellent return policy. Not long ago I bought some fairly expensive blue jeans. Unfortunately, they ripped. I took them back and told the salesperson, “I bought these about six months ago. I wouldn’t normally bring these back, but my wife insisted that I should at least show you what happened.” The salesperson immediately replaced them, no questions asked, and no hassle. I was impressed.
I have no idea what Nordstrom’s does with returned or damaged goods. There’s probably some arrangement they have to accept returned merchandise. Or maybe they just “eat the product” and attribute the cost to marketing and customer retention? To most people, it doesn’t matter. What does matter is that the customers know that Nordstrom’s will stand behind their merchandise.
As a result of that confidence, the customer is willing to spend a little more. Nordstrom’s is not known for low prices. At the same time, they aren’t the highest price retailer either, even though their merchandise may be higher end than the average department store. They are reasonably competitive in their pricing and are known for delivering value with the merchandise the sell and the service they deliver.
Read the entire Shep Hyken article
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